The Book: https://azelin.files.wordpress.com/2010/08/abu-bakr-naji-the-management-of-savagery-the-most-critical-stage-through-which-the-umma-will-pass.pdf

“The key idea in the book is that you need to carry out attacks on a local government and sensitive infrastructure — tourism and energy in particular,” McCants said. “That causes a local government to pull in security resources to protect that infrastructure that will open up pockets where there is no government — a security vacuum.”

“They have turned ISIS into a franchise,” Kersten said. “Violence has turned into a political spectacle. Their ideas have been around for a while, but are being presented in a very new way, by carefully balancing the Islamic [religious elements] and their use of media. We’re looking at a new level of sophistication … It has pushed management of violence to new limits.”

Referring to ISIS as a franchise opens up a new perspective and is something that I could play when making work.